????本文與《創(chuàng)業(yè)者》雜志（Entrepreneur）合作。下文最初發(fā)表于Entrepreneur.com。

????羅伯特?赫賈維奇將上門(mén)推銷比作邀請(qǐng)別人約會(huì)。對(duì)于許多銷售人員而言，尤其是新手，一旦對(duì)失敗的恐懼占據(jù)上風(fēng)，銷售必然以失敗告終?！安弧边@個(gè)令人畏懼的單音節(jié)詞，會(huì)打垮一個(gè)人的自信，粉碎一個(gè)人的自尊。但我們不應(yīng)該被別人的拒絕擊敗，尤其是銷售從業(yè)者。他認(rèn)為，如果你無(wú)法應(yīng)對(duì)拒絕，那只能證明你選錯(cuò)了職業(yè)。

????赫賈維奇在《贏的意志：領(lǐng)先，競(jìng)爭(zhēng)，成功》（The Will to Win: Leading, Competing, Succeeding，加拿大哈珀柯林斯出版集團(tuán)（HarperCollins）出版，2013年）一書(shū)中寫(xiě)道：“對(duì)拒絕太過(guò)敏感，會(huì)變成一種毀滅性的病毒。”他表示，為了從失敗中振作起來(lái)，你必須甩掉它，對(duì)自己說(shuō)“下一個(gè)！”，然后繼續(xù)斗志昂揚(yáng)地為下一個(gè)機(jī)會(huì)而努力。

????赫賈維奇最初在多倫多創(chuàng)建互聯(lián)網(wǎng)安全初創(chuàng)公司赫賈維奇集團(tuán)（The Herjavec Group）時(shí)，公司僅有3名員工，但他卻夢(mèng)想為加拿大最復(fù)雜的網(wǎng)絡(luò)提供安全保護(hù)。11年后，這家公司已經(jīng)成為業(yè)內(nèi)領(lǐng)先的IT安全提供商，現(xiàn)擁有275名員工，營(yíng)收額有望在年底前達(dá)到 2億美元。

????但公司的發(fā)展歷程也并非一帆風(fēng)順。一路走來(lái)，赫賈維奇親眼目睹銷售人員犯下種種錯(cuò)誤，而對(duì)拒絕的過(guò)度敏感，遠(yuǎn)遠(yuǎn)算不上是最嚴(yán)重的問(wèn)題。

????以下是他提出的五大銷售錯(cuò)誤，以及如何避免這些錯(cuò)誤的建議：

????1. 沒(méi)有針對(duì)受眾量身設(shè)計(jì)銷售說(shuō)辭。

????赫賈維奇表示，向正確的客戶傳達(dá)錯(cuò)誤信息，或者將正確的信息傳達(dá)給錯(cuò)誤的客戶，是如今銷售界普遍存在的問(wèn)題。他說(shuō)道：“銷售人員并沒(méi)有根據(jù)客戶量身設(shè)計(jì)銷售說(shuō)辭，以至于最后都不知道自己為什么會(huì)失敗。你的首要目標(biāo)，應(yīng)該是保證自己要傳達(dá)的信息，適合正確的受眾。比如在向CEO銷售與向董事銷售時(shí)，需要傳達(dá)的信息肯定有所不同?！?/p>

????要提高交易成功的機(jī)會(huì)，赫賈維奇建議，銷售人員需要對(duì)客戶的具體需求和快樂(lè)點(diǎn)（而不是痛苦點(diǎn)，因?yàn)椤巴纯嗖⒉缓猛?，不論是你自己的還是別人的痛苦”）進(jìn)行一番調(diào)研，然后對(duì)癥下藥，對(duì)你的銷售說(shuō)辭進(jìn)行個(gè)性化設(shè)計(jì)。

????“甚至在你還沒(méi)有打算去某個(gè)地方推銷之前，你就必須確定那里存在一種明確界定的需求。”

????2. 向非決策者者推銷

????不要浪費(fèi)時(shí)間，去游說(shuō)沒(méi)有購(gòu)買(mǎi)權(quán)力的客戶。相反，赫賈維奇建議，在微笑著按門(mén)鈴之前，應(yīng)該提前核對(duì)等會(huì)開(kāi)門(mén)那個(gè)人是否擁有購(gòu)買(mǎi)決策權(quán)。

????他在《贏的意志》一書(shū)中寫(xiě)道：“一般而言，最好的做法是與決策層的某個(gè)人預(yù)約一次銷售會(huì)議，對(duì)方的職位越高越好?！彼嬲f(shuō)，如果不行，你就必須得重新拜訪最初聯(lián)系人的上司。此外，越級(jí)聯(lián)系“或許會(huì)讓對(duì)方反感，進(jìn)而有可能危及未來(lái)你們之間良好的合作關(guān)系。”所以，要提前進(jìn)行盡職調(diào)查，并要記住，一點(diǎn)小疏漏便可能讓銷售泡湯。

????This post is in partnership with Entrepreneur. The article below was originally published at Entrepreneur.com.

????By Kim LachanceSandrow, Entrepreneur.com

????Robert Herjavec equates making a sales call to asking someone out on a date. For many salespeople, especially newbies, once the fear of striking out takes hold, it’s over. In a single syllable, the dreaded “no” saps confidence and shatters egos. But it shouldn’t, particularly not if you’re in sales. He says if you can’t handle rejection, you’re in the wrong business.

????“Being overly sensitive to rejection can become a destructive virus,” Herjavec writes in his book The Will to Win: Leading, Competing, Succeeding (HarperCollins Canada, 2013). To bounce back from a missed sale, he says you have to shake it off, say “Next!” and steamroll on to the next opportunity.

????Herjavec launched his Toronto-based Internet security startup, The Herjavec Group, with only three employees and a dream of securing some of Canada’s most complex networks. Almost 11 years later, the firm is now one of the country’s leading IT security providers, 275 workers strong and on track to rack up $200 million in sales before year’s end.

????It hasn’t always been smooth sailing, though. Along the way, Herjavec has seen salespeople commit a tangle of sales sins — and being thin-skinned about rejection is far from the worst.

????Here’s his view of the top five sales mistakes and his advice on how to avoid them:

????1. Not tailoring your sales pitch to your audience.

????Delivering the wrong message to the right customer, or the right message to the wrong customer is a problem that’s rife in sales today, Herjavec says. “People fail to customize their sales pitch to the customer and then they wonder why they lose the sale,” he says. “Your Goal No. 1 should be making sure your message fits the right audience. If I’m selling to a CEO, I have a different message than if I’m selling to a director.”

????To optimize your chances of sealing a deal, Herjavec suggests you research and understand your customer’s specific needs and pleasure points (not pain points because “Misery isn’t fun, whether it’s yours or someone else’s.”), then personalize your pitch accordingly.

????“There needs to be a clearly defined need identified before you even think about going in there to sell.”

????2. Selling to someone who isn’t a decision maker.

????Don’t waste your time pitching to a customer who doesn’t wield buying power. Instead, thoroughly qualify the person you’re selling to in advance, Herjavec advises, before you smile and dial.

????“Generally, it’s best to book a [sales] meeting with someone as high up the decision-making chain as possible,” he writes in The Will To Win. If you don’t, he warns, you’ll likely have to schedule a do-over call with your initial contact’s superior. And, going above his or her head “can create ill feelings that may jeopardize a good future working relationship.” So do your due diligence ahead of time and remember, it doesn’t take much for a sale to go sour.